Changing &Nbsp; Interpretation Of The Development Trend Of 2012 Children'S Footwear Industry

In the past two years,

On the whole, in 2011, the whole children's footwear industry still maintained a high growth rate, which made many businesses see hope.

However, we have to face the immediate crisis: serious product homogenization, massive inventory backlog.

What is the development of children's footwear industry in 2012?

Trend 1: the industry has formed the four pattern of the world, and the competition is fierce.

Chen Shaojian: the formation of the four camps to speed up the industry reshuffle

The growth rate of children's footwear industry is very fast. In 2011, the output value of the whole industry has reached over 1.4 billion, of which the children's shoes industry is about 38 billion.

Children's footwear industry has formed a pattern of four parts of the world: 1, international brands, such as attachment, cubs Vigny; 2, the domestic traditional footwear industry extends the brand of children's shoes and clothing products, such as Anta, 31st, XTEP, and seven wolf extensions; 3, other brands other than shoes and clothing industry, such as Wahaha children's clothing, such as Wahaha children's clothing; 4, the original brand of children's shoes and clothing, such as Cambridge, ticktat,

"In the process of shuffling, the brand of children's shoes and clothes living in the fourth camps can only occupy a place by stepping out of their own characteristics."

Chen believes that the brand of children's shoes and clothing should be developed rapidly, and a reasonable product price system should be worked out, cost control and control should be in place, and the cost performance of products in the market will be high enough to win the market.

Trend two: product diversification is a strong voice.

Chen Shaojian: the need to build a monopoly system will diversify the products.

Shop must have shoes, clothing and related accessories, only shoes products can hardly build a store channel.

In addition, based on the different consumption needs, products will also diversify.

Chen said that Cambridge is basically based on casual sports shoes and clothing, plus a small amount of badminton, basketball and other accessories that are closely related to students. At present, the main products of leather shoes and sandals are independent research and development, while clothing and accessories are processed in the form of external processing.

Wang Lei: Children's wear brands can add new categories, provided that the channels should be mature and perfect.

In the view of manager Wang, children's shoes imported into children's shoes or accessories need to be considered for a long time. Children's shoes and accessories have small profit margins, and the products are rich, and the area of the store also needs to expand.

So the burden of terminal construction will be heavier.

"Large stores can carry all kinds of products. Nowadays, children's clothing shops are generally 30 or 40 square meters, which belong to small and medium-sized shops.

If we want to add new product items, the terminal shops need to be upgraded.

We must first set up shop channels so that we can walk well in the integration of shoes and clothing.

Manager Wang analyzed.

"Now, we are mainly clothing, shoes as a supplement.

The production of shoes and garments is based on outsourcing cooperation. We will focus mainly on product design, research and development and promotion.

Mr. Wang said that in the future, water boy will gradually improve product categories and promote terminal sales.

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Trend three: toward brand pformation and chain operation pformation and upgrading

Chen Shaojian: the branding process will be accelerated step by step.

In the first two years, the children's shoes brands began to introduce children's clothing items to brand pformation and chain operation pformation in the environment of all the major brands in the country to seize the market of children's shoes and clothing.

Chen pointed out that the traditional clothing brand, from the "pition from production to sale" to "marketing with production" pition, and finally to the branding strategy, from the initial imitation products to independent product development, from upgrading product quality to building brand and then to capitalization operation, the process industry has undergone many changes and baptism, and the brand of children's clothing can be understood as a miniature of the packaged brand.

"If the clothing is slowly groping in the past, the children's footwear industry will have direct access.

The competition for children's shoes and clothing industry will be more intense in the future. Of course, compared to the original brand operation, children's shoes and clothing brands will be more impetuous and intense, and the whole process of shuffling will come faster and fiercer.

Chen said.

Trend four: brand will pay more attention to the individual needs of consumers.

Chen Shaojian: in the post Olympic era, personalized demand for consumers is enhanced.

In the past, children's wear design was masculine and athletic.

In the post Olympic era, consumers' self-awareness is awakening, personalized demand is increasing, the market of sports shoes and clothing is shrinking, and the market space of leisure fashion shoes and clothing is bigger and bigger. Therefore, many children's clothing extends to the trend of fashion and personalized children's clothing.

"We are mainly targeting young people in schools. Our clothing is also developed around campus life style, but it will also integrate some fashionable and fashionable elements into the times to enhance the vitality and competitiveness of products."

General Chen introduced.

Trend five: channel battle continues

Chen Shaojian: the market territory is occupied by the international brand, and the competition of monopoly channels is fierce.

Children's shoes and clothing brands are in the shuffle stage, and the leading brands in shopping arcade channels are almost international brands.

Ordinary children's shoes and clothing brands have a high threshold for shopping in shopping malls. Even in shopping malls, it is difficult to compete with international children's shoes and clothing brands.

As a result, most enterprises turn their targets to monopoly channels.

The current retail sales system is slightly ahead of ZARA, Metersbonwe and Semir's children's shoes and clothing brands.

Famous adult sports brands such as Anta, XTEP, and 31st degree children's wear series have rapidly expanded their territories. As their store channels, product planning and design are very mature, they can quickly cover the market.

The war of monopoly channels will also be more brutal in 2012.

Chen believes that every time the process of shuffling, shop resources are the most scarce, shop site selection should be careful, pay attention to the survival rate of channels.

Wang Lei: more attention should be paid to channel survival.

Of course, there is a strong brand of children's clothing backed by strong funds, and the speed of channel expansion will be very fast.

It's easier to open a shop now, but it's harder to survive.

Afraid of opening many stores, we are afraid that the survival rate of channels is low.

At present, there are more than 100 stores in the Beijing area, and there are more than 500 shops nationwide.

Manager Wang said that water children mainly enter the middle and high-end shopping malls in the north, and the number of shops in the south is not dense enough.

In 2012, water boy will continue to explore the market and plan to set up about 300 shops.

Trend six: more brands will enter children's footwear industry.

Chen Shaojian: brand should strengthen information management and cost control.

Adult shoes and clothing will continue to increase in the market of children's shoes and clothing, because there are too many results in adult shoes and clothing. This is the only way for the development of adult shoes and clothing.

After a period of development, the control of supply chain and product raw materials has gradually matured.

Relying on the data analysis of the entire sales system, the enterprises in the future will enter the standardization and maturity operation faster. If the enterprise wants to wait for a certain stage to develop information management and cost control, it will be too late.

Brand is increasing, but customer resources and market share are limited. Therefore, the road of smaller brands will be more difficult.

Wang Lei: new brands continue to emerge and industry competition is becoming increasingly fierce.

At present, international brands such as small Nike and small Adidas are relatively strong.

The famous brand extension brands such as small Anta and 360 children's wear brands have increased their market share, competing to divide up the big cake of children's shoes and clothing market.

Manager Wang believes that more adult shoes and clothing enterprises will extend their tentacles to children's shoes and clothing in 2012.

In 2012, the competition for children's footwear industry will be more intense.

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Trend seven: enterprises are still facing the problem of product homogeneity.

Chen Shaojian: most brands are still in the first stage of development. Building products is the key.

Chen believes that the development of children's footwear enterprises can be divided into three stages, namely, product production stage, brand marketing stage and capital operation stage.

He pointed out that most of the fourth camps are still in the first stage of development, that is, the stage of product development, and are stepping into the stage of brand marketing. If we can shorten the process and enter the stage of capital operation faster, we can better promote the development of ourselves and even the whole industry.

In Chen's view, the problem of homogenization of products in children's footwear industry is still very serious.

Chen believes that enterprises must first build their products and establish a terminal retail mode to facilitate future replication.

By copying the market quickly and having market base, we can consider the next development plan and enter capital operation.

Trend eight: the key to listing an enterprise is to lay a solid foundation first.

Chen Shaojian: capital market tends to be rationalized

We should objectively look at the issue of listing.

The listed companies should undergo 3 years' assessment to meet the strict assessment criteria of the SFC.

First, the foundation of the brand must be solid enough. Secondly, the capital chain can not be separated.

This greatly tests the strategic deployment and resource reserves before the brand.

As machines must run at high speed, they must undergo strict inspection.

The risk of blind listing is great.

After listing, all funds come from society.

Today, our market has become more rational, and investors know where to put the money in.

Therefore, in the market operation, brand operators should also realize the importance of enhancing their strength instead of taking the capital under the guise of listing.

Wang Lei: the securities market is strict in assessment.

The assessment of listed companies is more stringent in the securities market.

Although many companies are ready to go public, it is hard to say whether they will be listed or not.

"In 2012, it is difficult for companies to be listed successfully, and there are only one or two.

Enterprises are ready to move, but if they are not prepared adequately, they should not rush to success, otherwise they will get twice the result with half the effort.

The operation of listing must be carefully considered.

Manager Wang said.

Trend nine: the whole industry will remain stable.

Chen Shaojian: adult sports shoes and clothing market shrink, resources will flow into children's shoes and clothing industry.

At present, the adult movement has begun to slide due to overcapacity.

Chen believes that in 2012, more adult shoe and clothing dealers will be pferred to children's shoes and clothing industry. Some adult shoe and garment industry elite will enter the children's footwear industry, and will also inject fresh management concepts into the industry, thus promoting the development of children's footwear industry better.

Wang Lei: market demand tends to be saturated

In 2011, although the children's footwear industry maintained a certain growth rate, the industry crisis also gradually revealed: inventory problems were more serious, the market demand of the whole industry was gradually saturated, and the economic climate and financial environment were depressed.

In addition, brand is increasing, but consumer demand will be more rational.

Therefore, in 2012, the polarization of children's shoes and clothing will be more obvious, good brands will be better, and poor brands will be further squeezed by the market if no measures are taken to improve them.

Manager Wang believes that children's shoes and clothing brands should take advantage of their own advantages. If the brand is particularly strong in some aspects, such as marketing or product superiority, then the enterprise can still win some consumer groups and occupy a place in the market competition.

Trend ten: product fashion, flu and flu

Chen Shaojian: Fashion Design for children's clothing

According to the data from Taobao, casual fashion shoes and shoes are more popular than sports shoes and clothing. This is the trend. The design of children's clothing will also become more and more casual and fashionable in the future.

Liu Jinhuosheng, director of Cambridge fashion center, introduces that Cambridge children's clothing is mainly based on fashion, childlike interest and loveliness. Generally speaking, the color is gorgeous.

"Our clothes are divided into four main themes: campus, sports, fashion and outdoor.

Compared with children's clothing, children's clothing styles are more varied.

Chen said that in order to make fashion design more fashionable and meet the needs of consumers, before developing the fashion styles of each season, the fashion elements will be acquired from the international fashion color association.

Trend Eleven: net sales channels will be gradually taken seriously.

Chen Shaojian: large scale electricity supplier, will continue to walk well

On e-commerce, Chen believes that in the past few years, e-commerce has low cost and high returns.

With the entry of traditional brands in the electronic commerce platform in recent years, it has brought competitive pressure to the whole field of e-commerce.

The problems of product supply, logistics and promotion have made the electric business have a headache.

The cost of these three aspects will not be less than the traditional channel entity stores, especially the cost of promotion.

Nevertheless, the prospect of the electricity supplier is considerable, and many companies are rushing to enter the network sales platform.

According to relevant reports, e-commerce sales in China totaled 6 trillion in 2011, mostly in shoes and clothing bags.

This phenomenon, Chen analysis, shoes and clothing are low technology content, high value-added products category, and single product price is low, even if there is really fraud, consumers can also take the risk.

"The advantage of online sales is not limited by time and place.

The advantage of traditional brands in online sales is that they have physical stores and can enhance customer experience.

No need to spend a lot of time and energy on promotion like Internet brand. "

Therefore, Chen predicted that in 2012, more and more children's shoes and clothing industry will enter the network sales channels.

Wang Lei: keep the line down more firmly

In 2012, there will be more children's shoe and clothing enterprises to dig online channels.

Manager Wang said, now some children's shoes enterprises have begun to change their business strategy, from the offline to the network pition.

"When many enterprises begin to concentrate their efforts on new sales channels, we want to keep the traditional channels more firmly and have more advantages.

We mainly focus on product R & D sales, do a solid job in product development, and do well in offline sales.

At the right time and clear direction, the operation of the electricity supplier project will be considered.

The clothing industry is always a challenge and opportunity.

Manager Wang said.

Trend twelve: micro-blog community media will be widely used.

Chen Shaojian: the brand will pay more attention to the promotion of micro-blog, but the key is to use it reasonably.

Chen believes that enterprises should not blindly follow suit. Micro-blog community media should be used rationally and scientifically. The so-called rational application is to promote the service of brand by scientific and rational use of new tools such as micro-blog according to the characteristics of the brand.

Extensive use is one thing, and scientific application is another thing.

Although many companies use micro-blog to do marketing promotion, the effect remains to be improved.

In 2012, Cambridge will also attach importance to the role of micro-blog community media, which is responsible for micro-blog marketing by relevant departments.

Trend thirteen: promotion of holiday promotions

Wang Lei: through interactive activities to enhance product sales

Drive sales through activities, and local markets can boost sales by activities.

Manager Wang believes that in 2012, children's shoes and clothing enterprises will increase interactive activities, such as walking show activities, child star selection, etc., to interact with customers and attach importance to the promotion plan, especially in the first half of the year, and children's Day sales promotion is also the focus.

Trend fourteen: the relative lack of marketing and technical personnel

Wang Lei: the problem of talent is still troubling enterprises.

All along, children's footwear industry personnel are scarce, marketing, design personnel are long-term lack.

Relatively speaking, in 2012, the recruitment of ordinary workers may be more relaxed than before, but the lack of skilled R & D personnel and marketing personnel.

Manager Wang believes that paratroopers should consider integration with corporate culture and management.

If we introduce top management talents, we need a period of contact before we can integrate into the enterprise.

Therefore, the problem of talents is still a difficult problem for enterprises to solve.